Live Streaming is the Future - Facebook Live Pushed to the Masses

Facebook Live is the next big thing. It's a revolution, the new standard
of communication, at least Facebook is trying to make it so with a
robust ad campaign. Announced Friday, the two-part campaign's sole
driving force is showing the average user that Facebook's Live video feature is a tool for everyone.
For the time being, ads can be seen in the U.S. and U.K. over a variety
of platforms; TV, online ads, billboards, bus ads, basically any place
where Facebook can jam an advert in.

Live streaming has become a way for brands to show off unique engagement, related art, or broadcast regular morning shows breaking the parameters of traditionalism. However, apart from that, the ordinary Facebook user has expressed apprehension towards using Live to personally stream.
Internal research has proven that. To counter this stigma, the ads for
this campaign have been shot using Facebook Live from phones to appear
as organic as possible.

The first batch of ads appear as video diaries or spontaneous events in
15-second spots beginning with a 3-2-1 countdown. The dialogue in ads is
completely authentic, meaning no script was used. All content was
compiled using Facebook Live and shot on a phone. Scott Trattner, Vice
President and Executive Creative Director for Brand Marketing said that videos in the campaign are from real people who had their stream set to Public. By scanning Facebook Live Map for memorable streams, Facebook was able to feature original videos in its campaign.

Created by in-house ad agency The Factory, the ads released Monday are but the first stage of Facebook's campaign. Part one is aimed at spreading awareness.

Part two, slatted to drop 7 Nov., is a tutorial phase which will walk people through streaming. Vice President of Consumer and Brand Marketing Rebecca Van Dyck said to Adweek that
this part of the campaign will be "a little more educational - the ads
are a fun guide for how to go Live. It's the same aesthetic, but in many
cases very site-specific. For example, we have one on a billboard in
Times Square that literally says, 'How to Go Live in Times Square.'"

Business Insider UK

Facebook has formulated the absolute best way to push people into Live
with these ads. Site-specific ads, like "How to Go Live While Everyone
is Waiting for the First Suitcase to Drop" displayed near a luggage
carousel, will prompt people to whip out their phones and follow directives on the spot.
This will break the barrier for those who are nervous about appearing
on a live video feed. Van Dyck said that the team "looked at the
different places people go live, where they might be inspired, and the
different moments people use the product" to demonstrate that Live is
applicable to everyone. Undoubtedly, a portion of the tutorials will
demonstrate how streamed events can be tailored to a specific audience
for those who are shy about their social ventures.

The fun of the internet and social platforms in general is the lack of
seriousness... or at least seriousness softened by little expressive
faces. Facebook has bottled this fun and distributed it in the form of
reaction emojis. During Live events, viewers can contribute with reaction emojis which bounce around the video.

Facebook is far from the first platform to venture into live territory.
Twitch.tv has cornered the market on live streaming, broadcasting gamers
and their games to ravenous fans since 2011. It wasn't until 2014 that
Amazon acquired Twitch, once it had proven itself to be more than a
passing fad. Steadily, this form of entertainment has cropped up in
different applications. From communicating in (nearly) real-time on
Snapchat to watching the presidential debate on YouTube's Live streaming section to exploring the world through the lens of Twitter's live-streaming app Periscope, live communication and broadcasting is the wave of the future.